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| Get lost ... |
The Singapore Tourism Board (STB) gas launched a new campaign
designed to change the view point of most Australians that Singapore is only good for a short
stay during a stopover on a journey to a further destination
The new campaign is all about inviting people from Australia to 'Get
Lost and Find the Real Singapore'. The aim is to make Australians realise that Singapore has so much to offer that can be the wise choice for a week or two week holiday destination.
This is actually the second in a series of STB’s differentiated
marketing branding. The first was the ‘New Discoveries’ campaign for China unveiled
last December
The 'Get Lost' promotion plays on a common Australian
colloqualism, where people often say to each other "Get lost".
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| Singapore |
Sophia Ng, STB's assistant chief executive of marketing,
said in a press statement that the campaign was designed to showcase the city’s
cutting-edge offerings, cultural heritage, multi-ethnic cuisines and niche
attractions so as to appeal to Australians’ sense of adventure.
“In time to come, we would like Australians to associate Singapore with more than just chilli crabs and Singapore
slings,” she said.
Advertisements in cinemas in Sydney,
Melbourne and Perth have rolled out. Digital, social media
and PR will be used in the coming months to sustain the momentum.
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